ASB MAGAZINE: Levi’s recently dropped their WORK MEANS MORE campaign filmed entirely in Melbourne. The #WorkMeansMore campaign is anchored around four key pillars of Concrete, Wood, Steel and Earth and features six localised craftsmen for whom work means more; they are masters of their craft and have spent years refining their process and their product.
The Work Means More campaign showcases the quality, versatility and durability of Levi’s Workwear and how the range transitions seamlessly between work and play.
No strangers to the workwear category, Levi’s have been outfitting workers since 1873, Levi’s® Workwear is designed to work (and play) as hard as you do. Made from extra strong fabric for durability and increased abrasion resistance, and Comfort Stretch for long days on the job and beyond. Watch the clips below as Levi’s follow these passionate workers, tradies and craftsmen who exemplify why work means more to them. Their work is their passion and doesn’t stop when they put down tools.
CONCRETE
Scott and Michael are two travel buddies who met in Cambodia and share a love of concrete, creation and architectural construction. Using fibreglass moulds to give dimension and perspective to their work, these two old friends have built a reputation around reimagining the limits of concrete as a medium.
WOOD
Nick is the owner, designer and maker behind Made By Morgen, a Melbourne-based boutique furniture company inspired by mid-century Scandinavian design. An ex project manager at a big construction company, Nick had an epiphany when he discovered he could put his expert craftsmanship to good use, and that it was possible to be practical and creative at the same time.
STEEL
James has over a decade of experience in the engineering, drafting and creation of steel windows and doors. After gaining experience through work in Melbourne and London, he founded Steel Window Designs and has built a reputation as one of the country’s leading creators of designer windows and doors.
EARTH
Cal and Mitch are two mates with a passion for sleek and stylish landscape design. Whether it’s creepers on walls, manicured lawns, flower beds or installation, these two old friends and their worksite dogs (Storm and Pearl) are leaving their mark on gardens all around Victoria.
READY FOR LONG DAYS ON THE JOB
505TM JEAN OR PANT
LOVED FOR THEIR CLASSIC STRAIGHT LEG STYLE,THEY ARE CUT TO SIT AT THE WAIST, WITH EXTRA LEG ROOM IN THE THIGH AND FALL STRAIGHT TO THE ANKLE.
511TM JEAN OR PANT
THE MODERN SLIM FIT, WITH ROOM TO MOVE. MADE TO WORK AND UPDATED WITH A SLIGHTLY WIDER ANKLE TO FIT OVER WORK BOOTS.
